More Opinion articles

As an industry, we are obsessed with efficiency. But what if the creation of brilliant ideas requires large dollops of inefficiency — the mull, the stare into space, the browse?

The entire newspaper sector — along with the wider creative industry — has come together to fight for proper copyright. Don’t let history repeat itself. 

From Isba’s discussions with member steering groups, we found there were common threads that ran through all of their concerns. So let’s tackle these challenges together. 

In a world of hot takes, misleading social media memes and polarising algorithms, a trusted environment for brands is a necessity.

The adtech industry faces a critical talent shortage, particularly among women. Prioritising sustainability not only addresses this gap but also attracts a more diverse and purpose-driven workforce.

It may be too painful to accept that what Elon Musk is doing to our industry is highly dangerous. We must all resist the urge to see this shocking behaviour as the new normal.

That small rectangle in the corner of the screen proved that advertising could work differently, viewers could have a choice and, given the option, people will engage when brands respect their time.

As more live sports move to streaming, media companies must sell advertising against their content across different platforms in a unified way that combines the upfront, premium process of linear with the dynamic execution of digital. 

Media planning needs to focus on memorability and how media, targeting and creative work together to make brands memorable. Here’s how to hack the memory code.

In a changing social landscape, brands must reassess how they view “performance”, moving from focusing on the bottom of the funnel to creating full-funnel strategies.